Before we understand the psychological factors driving consumers' buying behavior, it is important that we understand who consumers are. Consumers can be a single consumer, or a consumer can be an organization. Consumers can be any legal person that's buying goods and services from you. These are economic goods and services, and are typically paid for with a widely recognized currency.
Consumer wants, learning, motives etc.
Opinion leaders-- Spokespeople etc. Marketers try to attract opinion leaders People have many roles. Individuals role are continuing to change therefore marketers must continue to update information.
Family is the most basic group a person belongs to. The Family life cycle: Two Income Marriages Are Now the Norm Because 2 income families are becoming more common, the decision maker within the family unit is changing Individual identifies with the group to the extent that he takes on many of the values, attitudes or behaviors of the group members.
Families, friends, sororities, civic and professional organizations.
Any group that has a positive or negative influence on a persons attitude and behavior. Membership groups belong to Affinity marketing is focused on the desires of consumers that belong to reference groups.
Marketers get the groups to approve the product and communicate that approval to its members. Aspiration groups want to belong to Disassociate groups do not want to belong to Honda, tries to disassociate from the "biker" group.
Social Class-- an open group of individuals who have similar social rank. US is not a classless society. US criteria; occupation, education, income, wealth, race, ethnic groups and possessions. Social class influences many aspects of our lives. IE upper middle class Americans prefer luxury cars Mercedes.
Lower class people tend to stay close to home when shopping, do not engage in much prepurchase information gathering.
Stores project definite class images. Family, reference groups and social classes are all social influences on consumer behavior. All operate within a larger culture. Culture and Sub-culture-- Culture refers to the set of values, ideas, and attitudes that are accepted by a homogenous group of people and transmitted to the next generation.
Culture also determines what is acceptable with product advertising. Culture determines what people wear, eat, reside and travel.
Cultural values in the US are good health, education, individualism and freedom. In american culture time scarcity is a growing problem. IE change in meals. Big impact on international marketing. Will British warm up to iced tea? Tea is a part of the British culture, hot with milk.
Different society, different levels of needs, different cultural values. Culture can be divided into subcultures: Culture effects what people buy, how they buy and when they buy.
Understanding Consumer Buying Behavior offers consumers greater satisfaction Utility.
We must assume that the company has adopted the Marketing Concept and are consumer oriented.International Journal of Scientific and Research Publications, Volume 4, Issue 2, February 1 ISSN urbanagricultureinitiative.com Analysis of Research in Consumer Behavior of.
4 important Factors that Influence Consumer Behaviour Next Previous Consumer Behaviour – The consumer, The KING of the market is the one that dominates the market and the market trends. Consumer behavior can be broadly classified as the decisions and actions that influence the purchasing behavior of a consumer.
What drives consumers to choose a particular product with respect to others is a question which is often analyzed and studied by marketers. International Journal of Humanities and Social Science Vol. 2 No. 4 [Special Issue –February ] FACTORS INFLUENCING CONSUMERS’ ATTITUDE TOWARDS E-COMMERCE PURCHASES THROUGH ONLINE SHOPPING.
Feb 04, · Over the past few months we've spent the majority of our time exploring the many ways consumers are influenced throughout the buying process. First was an overview of Consumer Buying Behavior, which we placed into the Model of Consumer Buyer urbanagricultureinitiative.com summarized that  Consumers "ingest" marketing and other .
Consumer behaviour is the study of individuals, groups, or organizations and all the activities associated with the purchase, use and disposal of goods and services, including the consumer's emotional, mental and behavioural responses that precede or follow these activities.
Consumer behaviour emerged in the s and 50s as a distinct sub .